Effectiveness of SMS Advertising (A Study of Young Customers in Bahrain)

Effectiveness of SMS Advertising (A Study of Young Customers in Bahrain)

Mohammed Almossawi

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α University of Bahrain

Effectiveness of SMS Advertising (A Study of Young Customers in Bahrain)

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Abstract

Mobile advertising gives companies an opportunity to directly communicate with their consumers beyond the boundaries of time and space. Although mobile advertising is emerging as a promising advertising channel, its effectiveness is still uncertain and requires more investigation. This paper recruited 247 young mobile users in Bahrain and analyzed their reactions to and perceptions of SMS advertising. The study found that these young consumers’ attitudes towards SMS advertising were determined by five SMS attributes: entertainment value, informativeness, credibility, personali-zation, and irritation level. The study also found that attitude plays a significant role in determining consumers’ future buying behavior, in terms of their intention to use SMS advertising as well as their word-of-mouth (WOM) response to it.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

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How to Cite This Article

Mohammed Almossawi. 2014. \u201cEffectiveness of SMS Advertising (A Study of Young Customers in Bahrain)\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E4): .

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GJMBR Volume 14 Issue E4
Pg. 57- 71

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

advertising effectiveness mobile advertising channel mobile marketing SMS advertising SMS credibility SMS informativeness SMS irritation SMS pe

Submission ReceivedDecember 16, 2013
Peer Review Double Blind
Handling Editor
Accepted January 2, 2014
Published January 15, 2014

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v1.2

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September 3, 2014

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Article Matrices

Total Score: 121

Country: Bahrain

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Mohammed Almossawi (PhD/Dr. count: 0)

View Count (all-time): 88

Total Views (Real + Logic): 4510

Total Downloads (simulated): 2221

Publish Date: 2014 09, Wed

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